Signs, Semiotics, Discourse
We create meaning about the world around us through representation.
This process of meaning-making through representation takes place through
You must learn the rules and conventions of the system of writing in order to
Likewise, you must also learn the rules and conventions of visual images.
Semiotics = the study of signs.
A way to understand culture as if it were a language.
A sign = a representation and a representation = a sign.
Signs are ideological.
They encode norms that have a “taken for granted-ness” quality. “That’s just
the way things are.”
Signs portray authority.
Semiotics is an intellectual tool widely used within humanities disciplines.
Two Key Founders:
Charles Sanders Peirce (pronounced “purse”) (1839-1914) and Ferdinand
de Saussure (1857-1913)